Content is one of the biggest marketing buzzwords being thrown around. Content is crucial for all brands and it’s free and highly effective, but how do you go about creating engaging content which will make your market interact?
Here are 4 helpful steps to planning great content:
- Every good piece of content starts with a brainstorming session. Get as many people as possible together and throw some ideas around. Be as creative as possible.
- Create an editorial calendar. Fill it with internal events, key dates and seasonal happenings. Place your content title within the calendar for each month, your keyword, target market and aims. Keep this regularly updated and share it with your team.
- Establish a tone of voice for all of your content. Content needs to be consistent and should be reflective of your brand. Create a tone of voice document which details which key phrases to use and which words to avoid.
- Create market personas. If possible, create profiles of different market personas; detail their income, age, sex, hobbies etc, this will make it easier to write content with target people in mind.
But why should you spend all of this time creating content? Here are 4 reasons why:
- SEO – Search Engine Optimisation is one of the biggest reasons people create content. Creating content which features targeted keywords and is beneficial to your market will raise your search engine rankings.
- Brand awareness – Great content will raise awareness of your brand, which is only a good thing!
- Tell the hotel’s story – Creating engaging content will help tell your hotel’s story and will create relationships with your guests and target market.
- PR – Great content will help generate goodwill towards your hotel.
This is the first in the series of content marketing from Wired Media. Next month will be offering advice on generating content utilising different departments of your hotel.
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